The Carry-over Effect of Advertising
Open Access
- 1 April 1965
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 29 (2) , 46-53
- https://doi.org/10.1177/002224296502900212
Abstract
Most advertisers believe there is a carry-over effect of advertising. What evidence is available, and what does it indicate about the relationships of sales to advertising? The author of this article presents a case study, and examines other evidence bearing on this question. He also constructs models involving repeat purchasing and impression cumulation as underlying reasons for a carry-over effect.Keywords
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